Consumer Behaviors in Taiwan Online Shopping — Case Study of A Company

This paper focuses on the customer behaviors of Taiwan "Internet Commerce/e-shopping". The member consumption records of A company in 2006 were employed and cross-analyzed to find out the distribution of member variables. We applied RFM model to cluster customers and understand the contribution of each group, and used the decision tree technique, CHAID (Chi-squared Automatic Interaction Detection) to explore member variables and product classifications groups.